Vanity Metrics: The Lazy Marketer’s Tool

Vanity Metrics: The Lazy Marketer’s Tool

​Vanity metrics are the ideal tool for the lazy marketer. A quick glimpse at the number of followers, a glance at your likes or a cursory nod to the volume of visitors to the home page of your website in a busy working day can feel like an adequate measure of your progress.

But what a lazy approach. By simply looking at the surface of your website, digital marketing and social media analytics, all you will see is the equivalent of the length of the queue coming to a party at your home, arriving at your front door and making it into the hallway. Does this really tell you if your visitors liked what they saw and if they felt there was enough value to stay around a while? Will it show you which rooms they moved into and what they did in there? And if you were inviting them to the party, did they linger enough to enter into a conversation and did they enjoy themselves enough to sample your food and drink. In other words did you gain a real friend?

The analogy of inviting guests to a party at your home is so similar to encouraging people into your social networks or onto your website.

You would never just think of the success of your party as the size of your guest list or how great your invitations were so let’s not stop our marketing at the email newsletter or the tweet.

Friends and colleagues wouldn’t be talking about your party for months to come by the quality of your front door or hallway, so we shouldn’t just measure our website visitor volumes or Facebook likes, or Twitter followers.

Our party would be rated about the level of engagement our guests had with each other, so in digital we can measure conversations; their sentiment and quality.

The food and drink at our party is the equivalent of our products and services. Present those well and people will sample and come back for more.

So in essence we should be measuring the entire length of the customer journey. From the initial awareness, through each stage of engagement to the point where the customer becomes a loyal advocate and invites others to the party themselves.

In your website Google Analytics will call this your Goal Conversions. On Facebook this might be Reach and Engagement. In wider social media, outside of your networks you might need Brand Mentions to ascertain positive, neutral and negative comments and discussions.

The next time you feel yourself falling asleep at the wheel and becoming the next lazy marketer, ask yourself if you can prove that everyone who came to your party enjoyed themselves. Not everyone will, but at least you’ll know who did, who didn’t, why and what you can do to improve your party next time.